WASHINGTON — Target is launching an all-new customer service initiative that asks store employees to greet shoppers more warmly, including smiling, waving and engaging in brief conversation, as part of a push to improve the in-store experience ahead of the holidays.

The Minneapolis-based retailer confirmed to USA Today and Bloomberg that the new “10-4” program directs workers to smile, make eye contact, wave, and display welcoming body language when a customer is within 10 feet. If a shopper comes within 4 feet, employees are expected to greet them and offer assistance personally.

The goal of the initiative is to help customers feel more appreciated during the busiest shopping months of the year, Target explained.

“We know when our guests are greeted, feel welcomed and get the help

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